Google is doing something that might have other ad networks in a tizzy by announcing that only ads that are viewable (50% of the ad for at least 1 second) will be paid for by advertisers.
From the Inside AdWords blog
Today, we’re taking an important step towards this goal by making it possible to buy based on viewability — in real time — across the more than two million sites in the Google Display Network. Viewability was already available for reservations buys on the Google Display Network, now this solution is available in the auction on a CPM basis globally as well, across desktop, mobile and tablet. In other words, you can now choose to pay for ONLY those impressions where your ad has a chance to be seen.
Google really has a chance to change how advertising is bought and sold if this works well and it could put real pressure on the rest of the industry to do as well.
As we’ve said before, making viewability a basis for buying, selling and measuring media can help transform the digital marketplace. With access to more meaningful metrics, brand advertisers can unleash their most creative campaigns, knowing they’ll have a chance to shine. And publishers will be able to more fairly value all of their inventory, not just those spots considered “above-the-fold.” We’ll continue to work with our partners in the months to come to make this a reality, and to ensure that every ad has a chance for its holiday wish to come true.
Hey, what advertiser wouldn’t want to pay for only those ads that are seen?